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In an industry which sells stories through any media made available, it almost feels like its all been said and done. Penthaligons proves that stories can be immortalised and brought to life through scent in a range of eclectic fragrances they launched as a new collection of the London based fragrance house.
Unprecedented and innovative, the new Penthaligons " Portraits" collection features 11 iconic characters extracted from pages all throughout British history as an exclusive range of fragrances featuring a an animal head bottle cap which varies regarding the scent/character enraptured in the bottle. The brand have re-envisioned history which often times feels like a concrete reality however here it erodes as something completely new, with different connotations through interpretations which cause the audience to connect on a much deeper level with said characters and subsequently the brand itself.
Pictures of the Penthaligons stand in Selfridges taken by myself on the research to London, featuring the whole "Portraits" collection.
Using a detailed process called " Fragrance profiling " they carefully crafted a scent according to the characteristics and personality of each individual; much like they already do when consulting a new customer in order to find the most fitting fragrance for them or create a custom one from scratch according to the customers requirements, preferences and taste. The process is conducted through a series of either linear or lateral questions such as anything from which scents appeal most to said customer to what are their interests and hobbies. This cleverly constructed journey often creates obvious connective lines between a person and a fragrance which works as building block in creating a relationship with the customer on trust and loyalty through a hands-on experience.
Pictures of the Penthaligons stand in Selfridges taken by myself on the research to London,featured above: The process of "Fragrance Profiling" was done on the spot through a digital touch screen.
Find out more about the characters in Penthalligons "Portraits" on their website: https://www.penhaligons.com/penhaligons-portraits/?s=portraits